Ambush marketing is a clever marketing strategy in which companies try to benefit from a major event or function without officially appearing as a sponsor. This tactic is also known as "shadow marketing" or "secret advertising" and aims to attract the attention of the target group without having to bear the high costs of official sponsorship.

A classic example of ambush marketing occurred during the Olympic Games. A company that was not an official sponsor could try to attract the attention of spectators and fans by carrying out creative advertising activities that were indirectly related to the Games. This could take the form of adverts, social media campaigns or events.

The advantages of ambush marketing are obvious. Companies can benefit from the enormous reach and attention that major events generate without having to bear the high costs of official sponsorship. It also allows a certain flexibility and creativity in the marketing strategy.

However, ambush marketing is not without its risks. Event organisers and official sponsors are often not happy about this tactic as it can undermine the exclusivity of their involvement. In some cases, legal action has been taken to stop ambush marketing attempts.

Overall, ambush marketing is a fascinating marketing strategy that requires skill, creativity and a good understanding of the target group. It shows that there is often more than one way to profit from big events, even if you are not officially on the sponsor list.